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Today we’re speaking to Mike Messersmith, the General Manager of Oatly, everyone’s favorite oat milk.

We thought it was important to speak to someone in the rapidly-growing plant-based food startup world, since it’s such a hot sector today, to see what’s driving success in this world. Jeremy interviewed Mike at The Print Event in Minneapolis recently, so naturally we had a conversation about Oatly’s incredibly sharp advertising efforts, and how brands now and in the future need to think about using print and advertising in general to stand out from other brands. We also talk about measurability of advertising, since we are moving into a world where measurability is king, and what emerging mediums brands need to think about in order to be successful today.

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